BLASTOFF!

Hello readers of Yaybia!  I was once one of the loyal followers of this kick-ass blog, but I am honored to say I am joining the ranks of the talented women of advertising to blog about my expertise, public relations.  So, quick intro:  My name is Susan, and my three loves in life are Google Reader, social networking, and the talented Danielle's cupcakes.  

Now that we have that out of the way, did anyone hear about the missile being dragged along the streets of Manhattan with a Viva Viagra logo plastered to the side!?  It’s one of those WTF public relations stunts that cause people to buzz about the brand and chuckle about the craziness of the ordeal. Smart, yea?

 

But wait.  Pfizer (creator of Viagra) didn’t actually order this stunt!  A mobile advertising company, Jet Angel, issued this stunt as a “free PR gig” in an effort to rope another client.  After towing around a large silver missile with the Viva Viagra logo visible to all spectators, the company sent this note to Pfizer: 

Jet Angel hopes that you enjoyed yesterday’s visit to NYC including all your free  PR. It is the intention to make a second trip next week, with the VIAGRA Missile, and ‘riding’ on top will be two models handing out free condoms!

LOOK AT ALL THE PEOPLE STARRING, THE JOY, THE IMPRESSIONS!!!! 

(And yes, they spelled 'staring' wrong.  Nothing says good PR like crappy spelling.)

 

Pfizer wasn’t amused, and actually ended up suing Jet Angel for trademark infringement.  But, this stunt actually got major PR play with health care blogs, gained additional coverage from major publications such as our very own Star Tribune and even scored a golden impression from the Wall Street Journal Blog.  In the end, Pfizer actually did get the free PR it was promised. 

Jet Angel, however, earned some bad press from major publications, was sued, lost the case, and basically was put on display in the Wall Street Journal as a poster child for “how not to gain new business.”  

 

So kids, what did we learn today?  It is NOT a good idea to conduct your own campaign for a client you don’t even have! There are all sorts of legal ramifications, and not to mention it’s just plain dumb to use anyone’s name without permission.

Side note: I think that the males of Manhattan may be thoroughly disappointed that they didn’t get to witness the second trip of the rocket with the models tossing out free condoms.  It seems like something Kendra from The Girls Next Door would have loved to do.